When you sit down with your team to develop a video strategy for your business, one of the first things you’ll need to consider is the types of videos to produce.
The options can be overwhelming. There are explainer videos, project reviews, broadcast and online commercials, and a half-dozen other types of videos to take a look at. But there are three types of videos that are essential for any marketing strategy and they serve three distinct purposes:
The Company Overview video is designed to position. You want to tell your story and develop a personality for your brand. This is your opportunity to introduce yourself and tell clients what your business does. It should address the problems a customer needs to solve or the opportunities the customer is looking for.
The Sales video is designed to promote. This is where you show off your product. Demonstrate how the product works or how your service can solve your customer’s problems. Show before-and-after examples. Do a walk-through of a client’s facility and offer suggestions on how to improve processes, security, efficiency, whatever your business’ specialty is. Show the customer how your company delivers value.
The Testimonial video is designed to prove. A happy customer is your best salesperson. Testimonials generate leads and close sales. They build trust and strengthen relationships. The same words that would seem like bragging if you said them come across as high praise when a delighted customer says them. “A good testimonial has the power to convince even your “tough sell” visitors that your product or service really made a difference in your customer’s life” (Entrepreneur.com).
These are the three most important types of video to include in your marketing strategy. They are available to your customers 24 hours a day on your website and can be a part of an effective social media strategy to reach potential customers on a daily basis.
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